Modern commercial bank marketing

Author: Ouyang Zhuofei
Publisher:
Publish Date: 2004-05-01
Features: After the 1990s, with the acceleration of the commercialization process of state-owned banks and the development of emerging commercial banks, especially under the new circumstances of economic globalization and China's entry into the WTO, the original market segmentation and monopoly structure was gradually broken, with the market being re-divided and customers reorganized. Competition among commercial banks intensified sharply. Therefore, researching commercial bank marketing has become a major issue that the Chinese banking industry must inevitably face. Under the new circumstances of economic globalization and China's entry into the WTO, competition among modern commercial banks has intensified sharply. Researching commercial bank marketing and conducting commercial bank operations according to modern marketing theory has become an inevitable choice for the Chinese banking industry. Based on an exposition of the basic theories of modern commercial bank marketing, including its meaning and characteristics, marketing concepts, marketing research, consumer and customer behavior, and marketing strategies, this book analyzes the product, pricing, distribution channels, and promotional strategies of commercial bank marketing. Additionally, it provides specialized introductions to commercial bank public relations marketing, corporate culture of commercial banks, corporate image strategies of commercial banks, and marketing strategies for commercial bank deposit and loan services and credit card services. The author pays attention to both the systematic and comprehensive elaboration of modern commercial bank marketing theory and the discussion of commercial bank marketing practices. This book is suitable for reading and reference by senior and marketing personnel in commercial banks, as well as for use as a teaching material for financial majors in higher education institutions.